Apple's iconic Fifth Avenue 'Cube' store reopens this Friday

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A bigger and radically revamped and Apple Fifth Avenue is to reopen with the release of the new iPhone range on Friday. The landmark store has been closed for two years while work done on the Cube entrance and store below.

After two years, Apple Fifth Avenue is to reopen on Friday in New York in time to see the release of the new Apple Watch Series 5, iPhone 11, iPhone 11 Pro and iPhone 11 Pro Max.

"Our customers are at the center of everything we do, and Apple Fifth Avenue is for them, to inspire them, and to provide the very best place to discover our newest products," said Tim Cook, Apple's CEO, in a statement.

"It's unique among Apple stores, and today it returns even more welcoming, and even more beautiful than ever," he continued. "We're so proud to be a part of this great city where so much happens every day."

Apple Fifth Avenue was originally opened by Steve Jobs in 2006, and Apple claims that it has had over 57 million visitors since then. It's one of six Apple Stores in Manhattan, but remains one of the most recognizable and most photographed of all the company's retail outlets worldwide.

The redesign of Apple Fifth Avenue includes an greatly increased sales and Today at Apple area underground. The Cube itself has been removed and reworked at an estimated cost of $2 million.

"We couldn't be more excited and more ready to welcome customers back to Apple Fifth Avenue," said Deirdre O'Brien, Apple's senior vice president of Retail + People.

"Not only is the new space and experience absolutely inspiring," she continued, "our amazing retail Geniuses, Creative Pros and Specialists have worked so hard preparing for this day. Who they are, and the talents they bring, are so essential to the excellence we strive for at Apple."

Apple says that 900 employees, together speaking over 30 languages, will work in the store which opens at 8am Friday, and will then stay open 24 hours.

While the Cube store has been closed since 2017, a temporary Apple Store has been in its place — although not without some problems.

This is not the first time that Apple Fifth Avenue has been closed for renovation. Back in 2011, Apple spent six months replacing and updating the glass Cube at a cost of almost $6.7 million.

This reworking of the Cube involved replacing the glasswork, but as previously reported, it lacks the iridescent look of the protective film that was seen during the last weeks of construction.